Insider’s guide to the best websites picked by Wow How founder, Gaynor Matthews.

Want a beauty fix without trawling the high street? The net is awash with beauty e-tailers offering expert advice and curated collections. We asked Gaynor Matthews, founder of new make-up app Wow How, to scour the web looking for the best beauty sites.

Gaynor has developed a teaching tool app that shows users how to correctly apply make-up and enhance their best features. It’s USP is a split screen Look and Learn facility that opens your phone or tablet’s camera within the app to act as a mirror. ‘The technology industry is flooded with beauty and makeover apps all using the same technology – facial image recognition and augmented reality,’ says Gaynor. ‘The new teaching tool app Wow How offers an innovative feature showing the user what colour changes look like on the user’s face and how to apply the make-up specific to their facial features. No more relying on generic pictures, video or following models with different facial features – this is based on the user!’

Here Gaynor chooses her five favourite beauty sites online:

Charlotte Tilbury

This is one of my favourite sites. I find it inspiring; Charlotte is so passionate about make-up and how it builds confidence. This is something I’ve personally experienced.

MAC Cosmetics

I always have a few Mac products in my make-up bag so I visit this site to check out what’s new; it’s vibrant and trendy.

Look Fabulous Forever

This site sells make-up made especially formulated for older faces, eyes and lips. I particularly enjoy reading founder Tricia Cusden’s blogs and endorse her philosophy for looking good at any age.


I discovered this website that sells botanically based beauty and health products through my networking contacts. I find it helpful and interesting for skincare and I like the botanical ingredients.

Space NK Apothecary

My days of scouring the make-up counters are long gone so when I want an easy purchase experience I often use Space NK. It has plenty of brands to choose from and I always check out their special deals.

September 2017